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Faculty and Research

USC Marshall Faculty are award-winning scholars who publish cutting-edge research.
Faculty Research

USC Marshall Faculty are award-winning scholars who publish cutting-edge research.

Learn about Marshall Faculty, Recent Publications, Centers of Excellence, Library Resources, and Marshall PhD Students.

Diane Badame

Building
HOH
Room / Office
623
Professor of Clinical Marketing

PhD, MS, BS, University of Wisconsin; MBA, University of Minnesota

Diane Badame specializes in the fields of marketing management, customer satisfaction and new product development. She currently serves as the Academic and Program Director of the Master of Science in Marketing Program. Professor Badame received Marshall's Golden Apple Teaching Award in 2010. Before joining Marshall, she held senior management positions with major consumer packaged goods and financial services companies. Professor Badame also consults with business organizations in the areas of marketing strategy, new product developments and customer satisfaction.

Gil Appel

Building
HOH
Room / Office
328
Assistant Professor of Marketing

PhD, Ben-Gurion University; MBA, Tel-Aviv University

Gil Appel joined the USC Marshall Marketing Department in 2016. His research focuses on the emerging digital world and in particular understanding growth and retention dynamics in digital markets as well as uncovering consumer behavior from digital data, turning "big data" into smart information. He collaborates with a range of firms from eBay to app developers, gaming companies, and others, to show how digital goods may grow fundamentally differently than classic physical products and to highlight the need to re-examine the fundamentals of new product marketing in the new consumer environment. He teaches Internet Marketing in the Marshall undergraduate program.

Gene Del Vecchio

Building
ACC
Room / Office
306E
Adjunct Professor of Marketing

MBA, University of Southern California; BA, University of California, Los Angeles

Gene Del Vecchio is an adjunct professor of marketing with emphasis in consumer behavior, research, youth marketing and entertainment. He conducted roughly a thousand research studies in his consulting practice that provided strategic and tactical marketing direction for industry giants across film, television, packaged goods, toy, and technology industries. He has written four business books and two novels. For many years Del Vecchio was the SVP, Director of Planning & Research at advertising giant Ogilvy & Mather in Los Angeles where he led strategic and research efforts on a variety of businesses. He began his career at General Mills.

Anthony Dukes

Building
HOH
Room / Office
321
Professor of Marketing

PhD, University of Pittsburgh; MS, West Virginia University; BS, Virginia Tech

Anthony Dukes studies the economics of marketing strategies, particularly as it applies to pricing, retail and distribution channels, and antitrust. Professor Dukes’ research has appeared in the Journal of Marketing Research, Marketing Science, Management Science, and other leading academic journals. He teaches pricing strategies and the core marketing management course in Marshall’s MBA.PM program. He is an associate editor of the Journal of Marketing Research, Management Science, Marketing Science, and Quantitative Marketing and Economics.

Shantanu Dutta

Building
HOH
Room / Office
602
Dave and Jeanne Tappan Chair in Marketing and Professor of Marketing

PhD, University of Minnesota

Shantanu Dutta is an expert on strategic marketing, especially in high technology markets. He also studies how firms use distribution, partnerships, and value pricing to build competitive advantage. His research has been published in leading marketing, economics, and management journals including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Quarterly Journal of Economics, Journal of Law and Economics, Journal of Law, Economics and Organization, Management Science, and Strategic Management Journal. He serves on the editorial board of the Journal of Marketing Research and Marketing Science.

Steve Martin

Building
ACC
Room / Office
306E
Adjunct Professor of Marketing

Joseph Priester

Building
HOH
Room / Office
605
Associate Professor of Marketing

PhD, MA, The Ohio State University; BA, University of Iowa

Joe Priester is an expert in the field of Consumer Psychology in which he explores the psychological processes underlying consumer behavior. His research focuses on how evaluative judgments guide thoughts, feelings, and behavior. He has written and edited academic books, as well as having published chapters and papers. His research has appeared in Journal of Personality and Social Psychology, Journal of Consumer Psychology, Journal of Consumer Research, and Psychological Science. He is the co-editor of the ``Research Dialogue'' section of Journal of Consumer Psychology.

Dennis Schorr

Building
HOH
Room / Office
620
Associate Professor of Clinical Marketing

PhD, Yale University; MBA, University of California, Los Angeles; BA, Stanford University

Dennis Schorr is an expert on strategic flexibility, marketing resources and capabilities, and competitive advantage. His research has been published in the Journal of Personality and Social Psychology. He has consulted for a variety of organizations in Marketing Strategy, Marketing Research and Strategy, and Total Quality Management and Market Responsiveness.

Sivaramakrishnan Siddarth

Building
HOH
Room / Office
613
Associate Professor of Marketing

PhD, University of California, Los Angeles; PGDM, Indian Institute of Management - Calcutta; BTech, Indian Institute of Technology - New Delhi

Sivaramakrishnan Siddarth is an expert in the development and use of response models to understand consumer and market behavior. His research has been published in the Journal of Marketing Research, Journal of Marketing, Management Science, and Marketing Science among others. Professor Siddarth currently serves on the editorial board of Marketing Letters. He is a recipient of the O’Dell outstanding paper award from the Journal of Marketing Research, the USC Mellon Award for excellence in mentoring graduate students, the Evan C. Thompson Faculty Teaching and Learning Innovation Award, and several Golden Apple teaching awards.

Gerard Tellis

Building
HOH
Room / Office
614
Director of the Center for Global Innovation, Jerry and Nancy Neely Chair in American Enterprise, Professor of Marketing, Management and Organization

PhD, University of Michigan - Ann Arbor; MA, Xavier School of Management: BS, University of Bombay

(PhD Michigan) is Professor of Marketing, Management and Organization, Neely Chair of American Enterprise, and Director of the Center for Global Innovation, at the USC Marshall School of Business. Dr. Tellis is an expert in innovation, advertising, social media, new product growth, and global market entry. He has published 5 books and over 200 papers (http://www.gtellis.net ) that have won over 18,000 citations in Google Scholar. His publications have won over 20 awards. He is Vice President of External Affairs of ISMS and an Associate Editor of Marketing Science and Journal of Marketing Research.

Sha Yang

Building
HOH
Room / Office
616
Ernest Hahn Professor of Marketing

PhD, MS, MA, The Ohio State University; BA, Renmin University

Sha Yang's research focuses on modeling consumer purchase behavior and market competition. Her recent research interests include search engine advertising and social network. She is a leader in developing models with sophisticated interactions among consumers and firms, and is a pioneer in introducing Bayesian methods into estimation of such interactions. Professor Yang has published more than 20 articles, and serves on the editorial board of Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics. Professor Yang has collaborated with many companies including Visa, Miller Brewing Company, HP, Pepsi Co., CBS, TNS, McCann Ericson, epinions.com, Taobao.com and China Mobile.

Allen Weiss

Building
HOH
Room / Office
305
Professor of Marketing

PhD, University of Wisconsin, Madison; MBA, University of Kansas, Lawrence; MA, The Ohio State University; BS, University of California, Santa Barbara

Allen Weiss studies technology marketing, particularly how firms make decisions in technologically sophisticated markets. His research has published in the Journal of Marketing Research, Journal of Marketing, Management Science, Organization Science, and Journal of Financial Economics. Professor Weiss consults with high-technology and internet firms, including Intel Corporation, Texas Instruments, COMPAQ, and IBM.